The Social Influence of Brand Community: Evidence from European Car Clubs
- 1 July 2005
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 69 (3), 19-34
- https://doi.org/10.1509/jmkg.69.3.19.66363
Abstract
The authors develop and estimate a conceptual model of how different aspects of customers’ relationships with the brand community influence their intentions and behaviors. The authors describe how identification with the brand community leads to positive consequences, such as greater community engagement, and negative consequences, such as normative community pressure and (ultimately) reactance. They examine the moderating effects of customers’ brand knowledge and the brand community's size and test their hypotheses by estimating a structural equation model with survey data from a sample of European car club members.Keywords
This publication has 34 references indexed in Scilit:
- Social Influence: Compliance and ConformityAnnual Review of Psychology, 2004
- Consumers and Their Brands: Developing Relationship Theory in Consumer ResearchJournal of Consumer Research, 1998
- A General Approach for Representing Constructs in Organizational ResearchOrganizational Research Methods, 1998
- Dimensions of Brand PersonalityJournal of Marketing Research, 1997
- Understanding the Bond of Identification: An Investigation of Its Correlates among Art Museum MembersJournal of Marketing, 1995
- Alumni and their alma mater: A partial test of the reformulated model of organizational identificationJournal of Organizational Behavior, 1992
- The theory of planned behaviorOrganizational Behavior and Human Decision Processes, 1991
- On the evaluation of structural equation modelsJournal of the Academy of Marketing Science, 1988
- Evaluating Structural Equation Models with Unobservable Variables and Measurement ErrorJournal of Marketing Research, 1981
- A Paradigm for Developing Better Measures of Marketing ConstructsJournal of Marketing Research, 1979